Visit Maldives launches ‘Redefining MICE’ global campaign

Visit Maldives at the MICE India and Luxury Travel (MILT) Congress. (Photo/Visit Maldives)

Visit Maldives had launched a new global campaign under the title ‘Redefining MICE’ – to further promote the Meetings, incentives, conferences and exhibitions (MICE) segment of the Maldivian tourism industry.

The campaign was launched during a special luncheon held on Tuesday as part of the annual MICE India and Luxury Travel (MILT) Congress that is presently ongoing at Grand Hyatt Mumbai, India.

Visit Maldives said that the aim of the campaign is to promote the opportunities available in the Maldives for MICE tourism; including the services available. The campaign will also underscore the country as a tourist destination at which the MICE segment is flourishing – and also the most ideal destination in the region for MICE tourism.

Moreover, Visit Maldives ambitiously hopes to redefine the business environment – often considered dull, serious and limited to meeting rooms and conference halls – by promoting Maldives as a destination where business can seamlessly be merged with leisure.

Speaking at the launching ceremony of the campaign, Visit Maldives’ Managing Director Thoyyib Mohamed said that Maldives’ MICE offerings are unique and the most ideal – as it deviates from the meeting rooms and conference halls norms to a tropical beach setting.

“Maldives MICE offerings are unique, corporate meetings and ‘work-cations’ are accommodated and conducted in tropical beach settings. We aim to redefine MICE. Large conference rooms and closed walls isn’t the only way forward. I dream of leading conferences, exhibitions, events and more held under the Maldivian sun, with the sounds of crystal clear turquoise waters rhythmically washing ashore in the background,” he had said.

Visit Maldives was joined by its local industry partners during the launching event – Baglioni Resort Maldives and Villa Hotels & Resorts – who gave presentations on the offers available for the MICE segment at their properties, as well as the latest updates on the travel guidelines. This was followed by conferencing and networking sessions amongst participants.

MILT Congress saw the participation of leading hospitality and travel suppliers and businesses and luxury travel buyers from India. A raffle was drawn amongst the participants – from which two lucky winners were awarded a free 3-night stay at Paradise Island Resort.

The ‘Redefining MICE’ global campaign will run from October to November. As part of the campaign – Visit Maldives will be promoting the MICE offerings in Maldives through exhibition targeted towards MICE tourism, roadshows, social media and digital marketing campaigns – in addition to Visit Maldives’ website’s landing page.